See which channels drive tour requests, rental applications, and owner leads – then optimize your marketing budget by property, market, and unit type.
Why it matters
Benefits
Measure the steps that matter for property management – listing views, unit detail page engagement, tour bookings, application starts, application submissions, and phone calls – so you know what actually drives signed leases.
Identify which properties or unit types are underperforming online (high views but low tours or applications). Use insights to improve photos, pricing messaging, FAQs, and CTAs to increase leasing velocity.
See whether Google Ads, organic search, ILS referrals, social, or email is producing qualified renter leads – then shift budget toward channels that lower cost per tour and cost per application.
Owner leads require different content than renter leads. Analytics insights help you distinguish traffic to owner services pages, management fee pages, and owner contact forms – so you can grow doors under management without sacrificing leasing performance.
Use cases
Challenge
A community’s website sessions are steady, yet scheduled showings dropped. The team suspects seasonality, but can’t pinpoint where prospects are abandoning the process.
Solution
Use Google Analytics Insights to analyze the conversion path from unit detail pages to tour scheduling. Identify drop-offs by device and browser, then fix issues like slow load times, broken scheduler embeds, or confusing CTA placement.
Challenge
Applicants begin the online application but fail to finish, leading to fewer qualified tenants and longer vacancy periods.
Solution
Track application_start vs application_submit events and review the steps where users exit. Insights reveal friction points – required document uploads, fee transparency, verification steps – so you can simplify the flow, add help text, and retarget abandoners.
Challenge
Your property management company gets sporadic owner inquiries and can’t tell which campaigns or pages influence owners to request a management proposal.
Solution
Create a dedicated owner-lead funnel (views of management services pages, pricing/fee pages, owner form submissions, call clicks). Use insights to find the top converting content and replicate it across markets, while filtering out renter-heavy traffic.
More industries
FAQ
Track events that map to your leasing and portfolio-growth goals: unit detail page views, availability clicks, tour scheduling submissions, call clicks to the leasing office, application starts and submissions, chat interactions, brochure downloads, and owner inquiry form submissions. Also track key engagement signals like scroll depth on listing pages, search/filter usage (beds, price, pet-friendly), and outbound clicks to ILS partners. These metrics help tie marketing spend to leases and doors under management – not just website visits.
They show where prospects stall before converting – for example, a property with strong listing views but weak tour conversions may have a slow page, unclear pricing, missing availability, or a broken scheduler. By fixing the highest-impact drop-off points and doubling down on the channels that produce tour requests, you increase leasing velocity and shorten time-to-lease, which directly reduces vacancy loss.
Yes. Use content groupings, URL structures, and custom dimensions to segment reporting by property, neighborhood, and unit type (studio, 1BR, 2BR). This lets you compare conversion rates and cost per lead across your portfolio – and spot where one property needs better photos, updated floor plan content, or different campaign targeting.
Google Analytics Insights can attribute leads from ILS sources when referral data is available and when your links use consistent UTM parameters. You can measure which partners drive qualified actions like tour requests and applications, not just clicks. For portals that obscure referrers, UTMs and dedicated landing pages help maintain attribution so you can evaluate true cost per lease by source.
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